If you’re running a go-to-market (GTM) team—sales, SDRs, account execs, or even customer success—tracking KPIs isn’t just about dashboards. It’s about getting your team to actually focus on what matters, not what looks good in a monthly report. If you’re thinking about using Convin to do this, great. This guide will walk you through how to set up KPIs that you’ll actually use, keep your team on track, and avoid wasting time on vanity metrics.
Let’s get your GTM team measuring what matters (and ignoring what doesn’t).
Why KPIs Matter (and Why Most Teams Get Them Wrong)
KPIs aren’t magic. They’re just numbers that tell you if you’re getting anywhere. But a lot of teams get stuck:
- Tracking too many things (nobody cares about most of them)
- Measuring what’s easy, not what’s important
- Relying on dashboards that nobody checks
If you want your team to perform, KPIs need to be clear, few, and tied to actual outcomes—like deals closed, pipeline generated, or customer retention.
Convin promises to help you do this by automatically tracking calls, deals, and rep activity. But it’s only as useful as the KPIs you set and how you use the data.
Step 1: Decide What to Measure (Don’t Skip This)
Before you even log in to Convin, get specific about which KPIs actually matter for your team. Here’s a quick reality check:
For most GTM teams, stick to 3–5 core KPIs: - New pipeline created (are you finding legit opportunities?) - Closed-won deals (are you actually selling?) - Conversion rates (are deals moving through the funnel?) - Sales activity (calls, emails, demos—but only if they lead somewhere) - Customer retention/expansion (if your team handles renewals or upsells)
What to ignore: - Number of “touches” for the sake of it - Vanity metrics like “meetings booked” if they don’t convert - Any metric you won’t act on
Pro tip: If you can’t explain why a KPI matters to your team in one sentence, drop it.
Step 2: Set Up Your KPIs in Convin
Now, let’s get practical. Here’s how to set up meaningful KPIs in Convin, step by step:
2.1: Connect Your Data Sources
Convin pulls in data from your CRM (like Salesforce, HubSpot), call recording tools, email, and calendar. The more complete your data, the more accurate your KPIs.
- Double-check integrations: If your CRM isn’t connected, your numbers will be junk.
- Map fields carefully: Make sure “opportunity created” in your CRM matches what Convin expects.
- Don’t skip historical data: Import past deals if you want to see real trends.
2.2: Define KPIs in Simple Terms
Convin lets you set up custom KPIs, but don’t get fancy. Stick to the basics.
- Name the KPI: e.g., “New pipeline created per rep, per week”
- Set clear criteria: For example, “opportunities with value > $10k and close date within this quarter”
- Assign ownership: Who owns this metric? Sales manager? SDR lead?
Pro tip: Don’t try to track every stage. Pick the milestones that actually move deals forward.
2.3: Use Convin’s Templates (But Don’t Blindly Trust Them)
Convin comes with built-in KPI templates for sales activity, pipeline, and more. They’re a decent starting point, but don’t assume they fit your process out of the box.
- Review default KPIs: Are they tracking what your team actually does, or just generic stuff?
- Edit as needed: Adjust definitions to match your sales stages and deal values.
- Delete unnecessary KPIs: Less is more. If the dashboard feels crowded, nobody will look at it.
Step 3: Build Dashboards That Actually Get Used
A dashboard is only useful if someone looks at it—and acts on what they see.
3.1: Keep It Simple
- No more than 5 KPIs per dashboard: If you need more, make a separate dashboard for managers.
- Visuals matter: Use clear charts or tables, not rainbow donut graphs nobody understands.
- Highlight trends, not just totals: Are numbers going up, down, or flatlining?
3.2: Set Up Alerts (But Not Too Many)
Convin can send notifications when KPIs hit certain thresholds. Use this, but sparingly.
- For reps: Alert when they’re behind on pipeline or conversion rates.
- For managers: Alert when team-wide numbers dip below targets.
- Avoid alert fatigue: Too many pings and everyone starts ignoring them.
Pro tip: Have a weekly KPI review in your team meeting. Pull up the dashboard, talk through what’s working, and what’s off track.
Step 4: Monitor, Review, and Adjust
Setting up KPIs is the easy part. The real work is in looking at them consistently and actually changing something if the numbers aren’t good.
4.1: Review Regularly
- Weekly for reps: Quick check-in—are you on pace?
- Monthly for managers: Look for bigger trends and patterns.
4.2: Dig Into the “Why”
If a KPI is off—say, conversion rates tanked this month—don’t just blame your team. Use Convin’s call analysis and deal reviews to dig deeper.
- Listen to calls: Are reps struggling at a certain stage?
- Check activity patterns: Did outreach drop off, or were leads just low quality?
- Look for outliers: Is one rep crushing it? What are they doing differently?
4.3: Adjust as You Go
Don’t treat your KPIs as gospel. If something’s not working, change it.
- Drop KPIs that aren’t useful: If nobody cares, it’s not a key indicator.
- Update targets: If you keep hitting 150% of quota, maybe your goals are too low (or your market’s hot).
- Swap in new metrics: If your GTM strategy changes—say, you move to account-based selling—rethink what you measure.
What Works in Convin (And What Doesn’t)
Here’s the honest take:
What works: - Easy integration with CRM and call data (if you set it up right) - Automated tracking, so you don’t have to nag reps for updates - Decent call analysis for coaching and pattern spotting
What doesn’t: - Out-of-the-box KPIs often too generic—customize them or they’re just noise - Dashboards can get cluttered fast if you add too many metrics - If your team ignores the system, no tool can save you—KPIs only work if you use them
Ignore the hype about “AI-driven insights” unless you actually see something actionable. Most of the time, what you need is clear visibility, not another AI-generated chart.
Common Pitfalls (and How to Avoid Them)
- Measuring too much: Less is more. Pick a few KPIs, stick with them.
- Tracking “activity” over outcomes: Calls and emails are only useful if they lead to real results.
- Never looking at the numbers: Schedule regular reviews. If it’s not discussed, it doesn’t matter.
- Not acting on what you see: If a KPI’s off, do something. Change training, tweak the process, whatever it takes.
Keep It Simple, Iterate, and Don’t Worship the Dashboard
You don’t need a 20-metric dashboard or the latest AI buzzword. The best teams pick a few KPIs, use their tools to track them, and actually talk about what’s working (and what’s not).
Set up your KPIs in Convin, keep your dashboards lean, and focus on the handful of numbers that drive your GTM results. Review them often, don’t be afraid to change things, and remember: the point isn’t the dashboard. It’s getting your team to do the right things, over and over.
Now go set up your KPIs—then get back to selling.